Demarketing Tobacco Products Strategy to Impact Customers for Social Change

Abstract

This article describes how demarketing is a strategy aimed at reducing the demand for the product and thereby the consumption. This strategy is well suited for harmful products though they may have utility in the economics of liquor, drugs, cigars and tobacco products. Many consume cigarettes and chew gutka, which is a tobacco product either as habit, stress reliever or style. The consumption of tobacco products has negative side effects such as lung cancer and oral diseases. Thus, the aim of this article is to reflect on the demarketing strategy of tobacco products adopted in India and to determine the impact on customers in Mysore, Southern India. Mixed method of research was used. The sample was 50 respondents, chosen with an accidental sampling technique to test differences of opinion between customers and non-customers of tobacco products. The findings indicate that demarketing tobacco products has made an impact along with societal change.